Wednesday, 25 May 2011

Girls and boys – what really makes us tick?

We’ve been discussing adverts that have really grabbed our attention – a topic that provoked much debate.  For example, I thought that the Boots adverts were cleverly put together.  I now wear the most uncomfortably elaborate false eyelashes due to the selling power of these adverts!  Tim on the other hand thought they were terrible – the adverts and the eyelashes. 

A few strong words (and a smashed mug!) later, we realised why we felt so strongly.  The adverts were all gender specific.  Duh!

Sooooo we’ve decided to write a blog series looking at gender specific adverts and why they work.

Here come the girls!

The first advert on my hit list is the afore mentioned Boots advert.  I think it’s great.  From the moment it first graced our screens back in 2007 it has inspired us to tweeze, preen and put on our faces.  Whether we head straight for Boots or we go via a whole range of shops, one thing is for sure – it’s made us girlier!

Never again will we think staining ourselves with Gravy or Tea is an acceptable way to fake tan.  We’ve changed.  The series of ‘here come the girls’ adverts have taken everything we’ve wanted to be and made it possible – ultimate glam!

Why does it appeal?  Our bubbly natures and penchant for singing and dancing of course.  It depicts glamorous looking ‘regular’ girls ready for a good night out.  And that song – such independence.  What’s not to love?

So how does a company use this information to create better brochures, web content etc…

I guess the main thing to remember is your audience.  If you are selling to girls – recognise this in your marketing.

Boots know their main audience.  It’s here come the girls – not here come the girls, their dad and his dog.  Sell to your demographic.  Ignore the boys.  Ignore the kids.  Focus your all on the people who buy from you… the girls!

Gemma x

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